ISSUE FOCUS 20 FEED & ADDITIVE MAGAZINE December 2022 "It is obvious that pet parents want the best for their four-legged companions. But sometimes it is not so obvious to owners what they need. With the humanization of pets, comes the danger of thinking that “human-grade food” would be safe and even healthier for pets. This is not necessarily true." Cats and dogs have always been very popular companions for humans, but it is a wellknown fact that during the Covid-19 pandemic, people who were able to do so, adopted pets to keep them company. There was an increase in adoptions from shelters across the world as many people faced hard lockdown restrictions by themselves and wanted company. During recent years, owning pets has become more popular as the middle class continues to grow, and households have more disposable income available. Pets have also been proven to have a calming and supportive effect on humans, something that was valued during the emotionally trying time of the pandemic. With pets becoming increasingly more humanised by their owners, so does their diet. In this article, we´ll take a closer look at some of the trends we can expect in the future and where the European regulatory authorities stand on these. CONSUMER NEEDS The consumer, in this instance will be the pet, as well as the pet owners. It is obvious that pet parents want the best for their four-legged companions. But sometimes it is not so obvious to owners what they need. With the humanization of pets, comes the danger of thinking that “human-grade food” would be safe and even healthier for pets. This is not necessarily true. Small animal veterinary practices deal with many cases each day of owners feeding their pets a little nibble from the dinner table thinking it is harmless. The consequences can be acute, or chronic in the case of severely overweight pets. There is a vast number of pet-customers to whom pet food companies need to tailor their diets for. Owners want convenience, tailored diets, simple and healthy ingredient lists and in novel food formats. The importance of a balanced diet will always be at the forefront for pet owners. This goes without saying that pet food companies can no longer get by with having just the basic kibble on offer. Although this is the easiest choice when starting out, it is not as simple as picking up a bag at your local grocery store anymore. Pets need diets based on their size, level of activity, age, and very often breed specific. TRENDS IN PETFOOD AND ROAD TO REGULATORY APPROVAL WITHIN THE EU Dawn Botha Technical Marketing Manager Pen & Tec Consulting
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